Bing Ads vs. Google AdWords: Why both search advertising platforms are important for your bottom line

If you think there’s no difference between searchers on Bing versus Google, think again. In the U.S., searchers on the Bing Network spend 24% more than the average Internet searcher.¹ Worldwide, searchers on the Bing Network spend 145% more online than the average Internet searcher and 44% more than Google searchers.² You may be ignoring valuable potential customers with more buying power if you’re not advertising on the Bing Network.

Both Bing and Google have a large number of searchers and potential customers who can only be found on their search engine exclusively.

According to internal Microsoft data, 32% of searches on the Bing Network in the U.S. are unique.³ Unique is short for unique query. A unique query is a search term that is only found on one particular search engine. A search term is a word or phrase potential customers type into a search engine when searching for something. These searches result in nearly 25% of the ad clicks delivered on the Bing Network.⁴ This shows two things: these searches are only found on the Bing Network, and the searchers conducting them have a high intent to buy.

As an advertiser, you can tailor your SEM campaigns to take advantage of these unique qualities. Importing a PPC campaign from one SEM platform into another is quick and easy, but remember to both customize and optimize your campaign to the new platform. One-size-fits-all campaigns are a bust for your business. You’d be missing out on targeting the unique customer qualities and traits that are found only on Bing and Google.